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Tasty Baking Company Selects Eleven Technology to Speed Time-to-Shelf and Cut Stales Focuses Independent Sales Distributors on New Products, Optimizing Order Quantity, and Improving Customer Service CAMBRIDGE, Mass., July 13 /PRNewswire/ -- Eleven Technology, the leading provider of next generation handheld software for the CPG (Consumer Packaged Goods) industry, announced today that Tasty Baking Company (NYSE:TBC), one of the country's leading bakers of snack cakes, pies, cookies, and donuts, has selected Eleven Technology to provide its independent sales distributors with a new direct store delivery handheld solution. Tasty Baking Company plans to deploy Eleven DSD as their next generation direct store delivery solution in order to improve product distribution, lower stales and reduce out-of-stock situations. Eleven DSD provides integrated selling, forecasting tools, and promotion details to ensure sales distributors have the information they need to maximize sales performance, increasing growth and accelerating product penetration. "We were looking beyond simple replacement of our current system," said Vince A. Melchiorre, senior vice president and chief marketing officer of Tasty Baking Company. "We think Eleven's focus on sales forecasting and its tight integration with SAP will allow us to make a quantum leap in how we serve our customers. We view Eleven as more than just our handheld software provider. Their knowledge of our industry and best-practices also makes them a strategic partner for us." "Tasty Baking Company has a great brand," said Tim Curran, CEO of Eleven Technology. "With the explosion of new products such as its Sensables(TM) line, Tasty Baking Company is investing in more sophisticated promotions and marketing. It is critical that its independent sales distributors are in a position to leverage these investments to grow sales." About Eleven Technology Eleven Technology is the leading provider of next generation handheld software for the CPG industry. Eleven's software applications go beyond the simple automation of paper based forms typical of the current generation of handheld software in the CPG industry. Instead of simply "recording results," Eleven's software helps to "influence outcomes" during store visits to drive revenue and productivity growth. Eleven's solutions are currently deployed by multiple leading CPG companies, including Gold Medal Bakery, Procter and Gamble and the Pepsi Bottling Group. Eleven's solutions increase speed-to- shelf for new product introductions, ensure retail execution and trade promotion compliance, and drive reductions in out-of-stock and distribution void conditions at the shelf. Typical users of Eleven's handheld software include Sales, Delivery, Routesales, Merchandising, and Retail Execution representatives. For more information, visit the company at: http://www.11.com/. About Tasty Baking Company Tasty Baking Company (NYSE:TBC), founded in 1914 and headquartered in Philadelphia, Pennsylvania, is one of the country's leading bakers of snack cakes, pies, cookies, and donuts with manufacturing facilities in Philadelphia and Oxford, Pennsylvania. Tasty Baking Company offers more than 100 products under the Tastykake brand name. For more information on Tasty Baking Company, visit http://www.tastykake.com/. In addition, consumers can send Tastykake products throughout the United States from the company's website or by calling 1-800-33-TASTY. DATASOURCE: Eleven Technology CONTACT: Mariana Haven, Eleven Technology, +1-617-715-3047, Web site: http://www.11.com/ http://www.tastykake.com/

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